What Is Customer Education? Why Use Videos In Your Strategy

Imagine a customer buys your product but doesn’t know how to use it. Instead of contacting your company, they turn to Google and find an educational video on a third-party website. They never contact your business—what a letdown! You miss out on the chance to build rapport, and your customer misses the opportunity to connect with your team. When customers can't figure out how to use your product, it's a failure of your organization to educate them, and it can be costly. While video production costs may seem high, understanding educational video production cost can help you plan your budget effectively and maximize the return on investment. This article will illustrate how vital educational videos can be for your organization and help you achieve goals like improving customer education and integrating videos into your strategy.

Moonb's corporate video services can help you create stellar educational videos that boost customer knowledge so they can easily use your products.

What is Customer Education?

In simple terms, customer education is the practice of teaching customers how to get the most value out of your product or service. It's not about dull lectures; it's about creating an experience that will leave your customers spellbound.

Let's say you run a company that sells smart home devices, like security cameras. I create an online resource center on my website to educate customers about using my products effectively. This resource center includes:

• Easy-to-follow video tutorials
• Step-by-step guides
• FAQs that address common issues

Effective Customer Education: Helping Users Get the Most from Your Product

For instance, I might have a guide that explains how to install and configure my security camera system to monitor my home while I'm away. The principle remains the same whether it's a security camera or a digital software product.

No matter what my product is, customer education is about ensuring people understand how to use what they've bought. That will happen when I start using the best customer education strategy!

Benefits of Customer Education for Businesses

Customer education improves retention rates. According to a study by Intellum-Forrester, a customer education program can boost customer retention by 7.4%. So, how do businesses get this benefit? The study further notes that educated product users could become long-term customers.

If someone has a positive experience with a brand, they are more likely to return to the same business. Even so, customers who do not get this valuable education could drop out regarding future product support.

Building Confidence and Loyalty

This is where customer education makes a difference: it empowers customers to feel confident about using a product or service and inspires loyalty to a brand.

This is why building a relationship with customers through customer education is essential. The benefit of customer education is that it allows you to engage with your target audience with a straightforward approach to being a source of support when they need it.

Improved Customer Satisfaction and Experience

Customers better equipped with knowledge about your products and services will likely feel more positive about your brand. What this means for you as a business is that you can boost customer satisfaction and improve how people experience your product.

Many well-known companies have leveraged customer education to make their brands more accessible to the public. Some customer education examples include the popular design platform Canva and the collaboration tool Slack, which has leveraged video to connect with their customers and take the mystery out of what their services entail.

How Top Brands Use Customer Education

Because they are mainly online service providers, the video platform is ideal, as their target audiences are already on the web and can engage with their content in an environment that is familiar and easy to navigate.

Not to be outdone, Apple offers free workshops in-store and the opportunity for customers to view devices and get the information they need about the products they are seeing in front of them. This is an excellent opportunity for customers to engage directly with team members with any questions. 

Reduced Support Costs and Increased Efficiency

Two more benefits of customer education are reduced costs and increased efficiency. According to Zendesk, support ticket numbers at help desks rose by a whopping 16% (following the COVID-19 pandemic).

Now, imagine the time and money spent on attending to each ticket logged – it can be overwhelming and even cause teams to rush through assistance, negatively impacting customer satisfaction.

Reducing Support Tickets with Effective Customer Education

Even so, this is where the benefits of customer education can make a difference. When you actively provide these solutions, you can reduce the number of tickets, as customers will have access to the information they need to solve their pain points.

Also, calls will be reduced as the customer education solutions you provide make it easy to interact with various resources, such as social media tutorials or digital, interactive manuals, depending on the complexity of your products and services.

Simplifying Customer Support with Education

Ultimately, the goal here is not to cut out all customer interactions but instead, take the guesswork out of how your products or services work by providing customer education solutions that are practical and easy to follow.

This way, your support teams will not be overstretched and can quickly assist customers if they need more information without rushing through the process due to call backlogs.

Increased Product Adoption and Revenue

Whether introducing a new product to the market or reintroducing a current product to boost sales, customer education solutions can play a vital role in product adoption and revenue. Customers who better understand a product (whether they viewed resources online or visited an in-store activation) will be more likely to purchase it, as they will know its benefits and how to use it daily.

This increased usage can drive sales and revenue, as loyal customers will likely recommend the products they were educated on to others – or even leave good online revenues that could influence customer spending decisions.

Competitive Advantage

One of the many benefits of customer education solutions is having a unique selling point that you can offer your target audience through the resources that you provide. Education can differentiate your business from your competitors, especially if you offer better solutions for customers to get to know your products.

This can lead to increased customer loyalty thanks to effortless engagement and the help and feedback you provide when customers need it. When your target audience perceives your brand as one that is focused on their needs, they will likely choose to support your products thanks to the positive experiences that they have had.

Faster onboarding

Using a learning management system – corporate LMS or an online course platform- you can build faster onboarding processes and deliver content more directly and meaningfully.

It can also help create a dedicated space for all your customers’ training needs. By understanding what LMS integration is and leveraging it effectively, you can also make a dedicated space for all your customers’ training needs.

Moonb: A Smarter Alternative for Corporate Video Production

Moonb is a video marketing agency specializing in corporate video services. We offer seamless project management integration via Trello, Slack, and MS Teams, weekly strategy calls, and a contract-free, full-service production approach.

As a superior alternative to traditional video agencies, freelancers, and in-house production teams, Moonb’s flexible, subscription-based model ensures high-quality video content tailored to your needs. Our expertise in creating compelling video content makes us the ideal partner for companies looking to elevate their marketing and educational initiatives through video.

Start a 3-day free trial and take your content to the next level with our corporate video services.

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• How to Increase Product Adoption

Implementing a Customer Education Strategy for Your Business

Before rolling out a customer education program, you need to define its purpose and how success will be measured. Without clear goals, you risk creating content that lacks focus or doesn't serve business objectives.

• Align with business goals: Whether you want to reduce customer support tickets, increase product adoption, or improve retention, ensure the program supports company-wide objectives.
• Secure stakeholder buy-in: Show leadership how CE contributes to customer success, sales, and long-term growth to gain internal support.
• Assign roles and responsibilities: Ensure different teams (marketing, product, support) share insights and don’t operate in silos. Create a process for tracking goals and knowledge sharing across departments.

For example, if reducing support ticket volume is a priority, set a goal to decrease tickets by 15% within six months by creating self-service resources like a knowledge base and video tutorials.

Customer Education and the Customer Journey: Why You Need Education for More Than Just Onboarding

Education isn’t just about onboarding. To maximize impact, you must deliver relevant learning materials at every customer lifecycle stage—from initial discovery to product mastery.

How to Implement It

• Map CE initiatives to the customer journey: Identify key touchpoints where education improves conversion, adoption, and retention.
• Leverage CE data for marketing and sales: Use customer learning data to identify cross-sell and upsell opportunities. For example, customers who frequently access advanced training modules might be ready for a premium-tier product.
• Make education measurable: Show how CE initiatives drive customer engagement, NPS scores, and lifetime value to increase buy-in from leadership.

For instance, a SaaS company can create a progressive learning program that starts with basic onboarding tutorials, intermediate courses for deeper product adoption, and advanced webinars for power users.

Choose the Right Tools and Learning Platforms for Customer Education

Your toolkit should be streamlined and integrated with existing brand experiences to reduce customer friction. Selecting the right learning platform ensures scalability, ease of access, and data tracking.

How to Implement It

• Use a centralized learning platform: Choose an LMS or in-app learning tools that integrate with your existing ecosystem.
• Create a single source of truth: Maintain a centralized hub for customer personas, journeys, and learning content.
• Reduce technical debt: Avoid unnecessary complexity by selecting tools that seamlessly fit within your current tech stack.

For example, a B2B software company might use an in-app guided tour (like Appcues) for onboarding, LMS (like Skilljar) for structured learning, and AI-powered chatbots for instant, interactive.

Personalize Customer Education Resources for Different Audiences

Generic education content doesn’t engage customers—they need materials tailored to their needs, skill levels, and goals. Personalization boosts engagement and learning retention.

How to Implement It

• Use customer segmentation: Deliver content based on industry, role, or experience level.
• Trigger the right content at the right time: Offer just-in-time education, like an FAQ pop-up for complex features.
• Make it interactive: Use quizzes, tutorials, and gamification to improve engagement.

For example, an eCommerce platform might provide step-by-step video guides for new sellers, while experienced sellers get advanced analytics training through webinars and certification programs.

Measure the Effectiveness of Customer Education

Track metrics that reflect business impact and customer success to prove the ROI of your customer education (CE) strategy.

How to Implement It

• Track CE program KPIs: Measure retention, product adoption, and support ticket reduction.
• Use learning platform analytics: Select an LMS that tracks user progress and outcomes.
• Iterate based on feedback: Refine content using learner behavior, surveys, and performance data.

For example, if an AI chatbot company finds that customers who complete onboarding courses churn 30% less, it’s clear that customer education boosts retention.

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Why Videos are Your Best Medium for Customer Education

Videos are becoming the preferred method for customer education. They empower businesses to arm customers with the knowledge they need to make informed decisions and use products effectively.

Video is Memorable

When creating content to educate people, you want to ensure they retain the information. Video is excellent at this! There’s just something about seeing images and hearing sounds together that sticks in our brains.

According to a recent report by HubSpot Research, 54% of consumers want to see videos from brands compared to email newsletters or image-based content. The same report also found video content to be the most memorable.

Video is Cost-Effective

When you create a video, you have excellent content that you can use repeatedly. This is one of the reasons that video is so cost-effective. In fact, according to 51% of marketing professionals worldwide, video is the type of content with the best ROI. So why is it so effective? 

Well, as you already know, video is engaging and memorable. And this makes it a worthwhile investment for marketers. It is also trackable, unlike text content such as emails.

Track Engagement Better with Video Analytics

When you send an email, although you can see whether it has been opened, there is no way to know how much (if any) was read. 

Most popular video hosting sites, like Wistia and YouTube, have analytics tools that can show you the watch rates of your videos down to the very second users switched off.

Video is Versatile

You can cram a lot of information into a short video and cover a lot of ground. For example, it would take a couple of paragraphs to write about your company’s background, the staff, and your product; you could show all of that in just a few minutes of video – and the result would be much more enjoyable!

If you’re selling software, video lets you give new customers a complete overview. If you’re selling a product, you can show them exactly how it works. If you simply want to welcome them to your brand, you can have my staff members personally say hello. Whatever you’re doing or selling, a video is much more effective than nameless, faceless text.

Video is Popular and Engaging

Video is a popular, engaging form of content. It’s a quick and straightforward way to convey your message to customers, allowing you to entertain them while doing it! 

According to a study from ImpactPlus, 60% of consumers feel more positive about a brand after consuming content from it. Using video to educate your customers in the onboarding process gives them an excellent opportunity to feel positive about your brand from the word “Go!”

Overcoming Common Pitfalls in Customer Education

One of the biggest pitfalls of customer education is overloading customers with too much information at once. When companies try to pack every detail into a single resource, they risk overwhelming their audience, leading to frustration and disengagement.

How to Overcome It

• Break content into smaller, digestible chunks: Instead of a massive guide, create a series of short, focused articles or videos that address one topic at a time.
• Use progressive learning: Structure content to allow users to learn at their own pace, building knowledge step by step.
• Provide multiple learning formats: Some customers prefer video tutorials, written guides, or interactive modules. Offering various formats increases accessibility.
  

For example, instead of a 30-minute tutorial on a new software feature, break it into three short videos covering setup, key functions, and troubleshooting. 

Balancing Depth and Simplicity

While detailed content is valuable, making it overly technical or complex can alienate users who aren’t experts. On the other hand, oversimplifying might leave them with unanswered questions.

How to Overcome It

• Know your audience: Understand their skill level and create content that speaks to their level of expertise.
• Use clear, concise language: Avoid jargon or industry-specific terms unless you provide clear explanations.
• Provide self-service options: Offer FAQs, tooltips, and knowledge bases so users can find answers without frustration.
  

For instance, if you're teaching a new user how to set up an automation tool, provide a simple "quick-start guide" and a deeper technical breakdown for advanced users.

Addressing Misconceptions Early

Customers often have incorrect assumptions about how a product or service works. If your educational content doesn’t address these misconceptions, they may continue misusing or abandoning the product altogether.

How to Overcome It

• Proactively address common mistakes: Use case studies, FAQs, or troubleshooting sections to clarify common misunderstandings.
• Create myth-busting content: Use blog posts, videos, or emails to correct common misconceptions before they cause frustration.
• Incorporate real-world examples: Show how other customers have used the product to demonstrate proper usage.
  

For example, if customers assume your software requires manual data entry when it automates the process, create a short demo highlighting this feature.

Using Customer Feedback to Improve Education Programs

If customers struggle to understand your product, it’s a sign that your education materials need improvement. Ignoring negative feedback can lead to higher churn rates, but embracing it allows you to refine your content and improve customer success.

How to Overcome It

• Collect feedback regularly: Use surveys, support tickets, and community forums to gather insights on where customers struggle.
• Turn complaints into opportunities: If users repeatedly ask the same questions, create new tutorials, articles, or help center updates to address those gaps.
• Iterate and improve: Customer education is an ongoing process, not a one-time effort. Continuously update your content based on user experiences.
  

For instance, if multiple users express confusion about a new product update, consider hosting a live Q&A session or webinar to provide real-time explanations.

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Start a 3-day Free Trial to Take Your Content to the Next Level with Our Product Demo Video Service.

Customer education is teaching your customers how to use your product or service. Customer education aims to improve customers’ experience to achieve their desired outcomes faster and with less frustration.

Creating educational resources like videos, documentation, and online courses helps your customers get up to speed on your offering and learn how to use it over time. This reduces the need for support and helps customers unlock your product's full potential to achieve their goals.

Start a 3-day free trial and take your content to the next level with our corporate video services.

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